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SALES REPRESENTATION FOR THE HOTEL & TRAVEL INDUSTRY
Foster & Vale Hospitality is a UK-based sales representation firm dedicated to the luxury travel sector. We act as your in-market advocate, your strategic partner in growth, and your storyteller among the world’s most discerning travel professionals. We partner with independent and boutique hotels, elevating their presence across the UK, Russia and CIS markets.
OUR SERVICES
SALES REPRESENTATION
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We build and nurture high-value relationships with top travel trade partners, positioning your hotel at the heart of the market, and first choice for travellers.
REVENUE OPTIMISATION​
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We apply our commercial expertise to refine your pricing, optimise your distribution strategy, and identify untapped revenue opportunities- delivering insights that translate into measurable gains.
STRATEGIC PARTNERSHIPS​
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We facilitate meaningful collaborations with tour operators, airline holiday divisions, luxury travel designers and more- ensuring your hotel is represented by the right voices, in the right places.
TRADE ENGAGEMENT
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From expertly coordinating your presence at trade shows and industry events to conducting sales calls and road shows, acting as your main point of contact for UK, Russia and CIS based travel trade partners. We bring your brand to life through strategic representation and meaningful connections.
OUR PHILOSOPHY
Luxury is personal, and so is our approach. Our strength lies in selectivity. A small, curated portfolio allows us to partner with purpose and to deliver long lasting commercial impact. Blending data-led strategy with a service completely tailored to your brand, Foster & Vale achieves exceptional measurable impact and brand distinction to the market.
EXPERTISE
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A formidable force in luxury hospitality and strategic market growth, Irina Foster brings unparalleled expertise, authority, and industry respect to Foster & Vale Hospitality. With over 15 years at the helm of the commercial success for global icons including dnata Travel Group, Emirates Group, and Jumeirah Hotels & Resorts, she is known for forging high-impact partnerships, unlocking new revenue streams, and navigating complex markets with precision and purpose.
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Highly respected across the GCC, Middle East, and wider European region, Irina has influential, relationships nurtured over a decade, and is renowned for her relationship-led approach, cultural agility, and ability to navigate complexity with clarity.
She now leads Foster & Vale with a singular mission: to offer luxury hotels a smart, strategic and brand tailored route to market success.
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OUR VISION
Foster & Vale Hospitality's vision is to harmonise today’s technology-driven landscape with a refined, human touch. We make trusted connections and draw strategic insight that empowers exceptional hotels to thrive in key source markets. We aim to be the foremost partner for luxury hospitality brands, delivering intelligent, relationship-led representation that is both commercially effective and deeply personalised.
TRUSTED BY THE TRADE​
​During the last 2 years, we have worked relentlessly with Irina to position our palatial beachfront resort, Raffles The Palm, across all their operating markets. We at Raffles the Palm believe in working with the best talent, and our account manager, Irina, played a pivotal role in helping us achieve our targets. The recommendations and support received by Irina during this time were the key to our success and enabled us to become one of the best-selling hotels within the UK and other markets in which Dnata operates.
CEM KUL - VICE PRESIDENT OF SALES
RAFFLES HOTELS AND FAIRMONT HOTELS
We worked closely with Irina when she was assigned to our portfolio. Irina proved great attention to detail, commitment and endorsed finding win-win solutions at each step of our partnership.
She’s one of the leaders in her field, works well with people and has outstanding business acumen.
MORITZ FRINGS - GENERAL MANAGER
ANDAZ DUBAI THE PALM
Working with Irina has been an absolute pleasure. She’s been a true partner throughout, managing our account with professionalism, insight, and a deep understanding of the industry. What really sets her apart is her outstanding stakeholder management and her ability to navigate complex environments with minimal disruption. Irina combines strategic thinking with creativity, consistently looking for new revenue opportunities and innovative strategies. The results speak for themselves - her leadership and commercial acumen directly contributed to an outstanding growth in our revenue performance.
TUNDE NAGY - DIRECTOR OF SALES & MARKETING
SOFITEL THE PALM DUBAI
Working with Irina during the opening of Jumeirah Marsa Al Arab was a true partnership. She was my main point of contact and played a crucial role in ensuring seamless coordination across various brands and teams. Her strategic oversight and attention to detail were instrumental in aligning all stakeholders toward a successful launch.
What stood out most to me was her unwavering professionalism and strong ethical compass. Irina consistently demonstrated a commitment to improving her environment, and her proactive, solutions-focused approach made a real impact on the project's success.
It was a pleasure collaborating with someone so dedicated, reliable, and values-driven.
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IRENE FENART - PRE OPENING HOTELS DIRECTOR OF SALES
JUMEIRAH HOTELS & REOSRTS
Irina’s strategic insights helped refine our approach, resulting in a significant increase in engagement with our target audience across our high-yield products. Irina's proactive nature and meticulous attention to detail not only streamlined the process but also ensured we produced impactful results. I ‘wholeheartedly’ recommend Irina for her dedication and exceptional skills. She is a beautiful rockstar!
SURINA HANJAN - DIRECTOR OF SALES & MARKETING
ONE&ONLY THE PALM
I’ve had the pleasure of working with Irina over the past couple of years, and it’s been a great example of a strong and trusted partnership. Irina consistently built meaningful relationships and led with clear, strategic communication especially through our quarterly review meetings which ensured alignment and results. Her work directly contributed to a 35% year on year growth, and her professional, proactive, and solutions focused approach made collaboration smooth and impactful.
KESHAV KOHLI - DIRECTOR OF SALES
RITZ CARLTON DUBAI
